This scale measures the part of a customer's general disposition toward loyalty that rests on moral identity and the expectation that companies should keep long-term relationships with their customers. Wolter and colleagues (2022) developed it as one of two dimensions of loyalty propensity, a higher-order construct, and tested it across Pilot Studies 2 and 4 and Studies 1 to 3.
7-point Likert (strongly disagree, disagree, somewhat disagree, neither agree nor disagree, somewhat agree, agree, strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Composite reliabilities ranged from .86 to .88 across the studies (Wolter et al. 2022, p. 1060). Convergent and discriminant validity were supported in every study, including evidence that the two loyalty propensity dimensions are distinct; AVEs ranged from .60 (Study 1) to .66 (Study 2). Use alongside the customer dimension to form the higher-order loyalty propensity construct.
Wolter, Jeremy S., Dora E. Bock, Christopher D. Hopkins, and Michael Giebelhausen (2022), "Not the Relationship Type? Loyalty Propensity as a Reason to Maintain Marketing Relationships," Journal of the Academy of Marketing Science, 50 (5), 1052-1070.
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